Over 2,300 years ago, Aristotle identified the three fundamental modes of persuasion that determine whether people accept or reject your arguments. Ethos, the credibility and character of the speaker. Pathos, the emotional resonance of the message. Logos, the logical structure and evidence of the argument. Every successful persuasive communication, from ancient Greek rhetoric to modern advertising to political campaigns to business pitches, relies on some combination of these three elements. Understanding how they work and how to deploy them strategically is the foundation of all effective persuasion. The genius of Aristotle’s framework is that it is complete. There are no...